The store’s website, which also offered the discount designer duds from the Italian fashion house, crashed around 9 a.m. Eastern.

“Due to an overwhelming amount of traffic to Target.com as a result of the Missoni launch this morning, guests are unable to access the site,” Target said in a statement. “Target.com is seeing greater item demand than we do on a typical Black Friday and the excitement for this limited-time designer collection is unprecedented. We are slowly bringing the site back online to ensure we can provide a positive shopping experience to our guests.”

Missoni for Target is a 400-piece line that is high fashion at an affordable price. The line features clothing for women and kids as well as home goods with prices ranging from $29.99 for shoes and bedding for $99.99 and up. Designs feature Missoni’s iconic zig zag pattern and bright colors.

When shoppers logged onto the chain’s website, they were met with this:

“We are suddenly extremely popular. You may not be able to access our site momentarily due to unusually high traffic. Please stay here and we’ll try to get you in as soon as we can!” Target posted on their site.

(credit Target.com)

The Minneapolis-based retailer has done several limited-time, designer collaborations including William Rast, Jean Paul Gaultier and the late Alexander McQueen, among others.